Porting, social media and Saka
APRIL 27, 2013
Bankole Adedeji
“I don Port,” MTN commercial featuring Hafeez Oyetoro, aka “Saka”, that has been trending across social media has become a talk of the town and it is now a slang. As such, you hear things like “where are you porting to?” “I dey port go house”. “Port come my side”, etc. In fact I have enjoyed my fair share of the commercial. The only reason the commercial has gained popularity is because it rides on the social media platform.
As soon as peeps saw it and enjoyed it, they made it go viral: some did via Facebook, some downloaded the commercial with over 500 downloads in two days, about 70 comments on the YouTube video, over 29,000 views in two days and it’s now a shareable content.
Aside the ingenuity, of the commercial, it was a branded content that actually told an interesting story, showing the way people are connected. With this commercial and its popularity, consumers can go to market having background knowledge and influencing their buying decision. Here, are some lessons the commercial taught:
Consumer behaviour
Consumers are becoming more contemptuous of traditional advertisings. More and more companies are throwing their adverts into consumers’ faces and consumers are gradually pushing them away too. So, the adverts are meant for whom?
Consumers have changed long ago, but it’s so unfortunate that companies have not changed the way and method they market their products. Reaching consumers is much easier now but convincing them to buy is a whole lot of work. By the time a company reaches the customers, the following would have probably happened:
•Consumers have already known about the product more than the company knows the consumers
•Consumers would have received several offers before your offer comes along
•Consumers know your competitors’ prices and benefits more than you do.
Then, what is your marketing edge? Today’s consumers are web and social media savvy. They are more informed about your offers and your competitors, and they would start the sales process without you.
Communication shift
Reaching consumers when they want to be reached, when they want to have a conversation and not when you want to have a conversation, is very important. Consumers are shifting away from traditional advertising, and back towards communication. Consumers want to get information when they want it — not have it thrown at them – and they want to have conversations about and with the brands. But how many brand/companies are communicating?
It is not easy to reach out and develop relationships with consumers. It is not easy to reach out to consumers where you can respond to their needs, demand and even praise them instantaneously. On the popular traffic twitter handle @Gidi_Traffic, consumers make enquiries about official twitter handles of brands; some even asked how to get in touch with these brands. Consumers are out there willing to meet with brands and companies – where are they?
Consumer loyalty
Organisations must know that satisfaction isn’t the same as loyality. It doesn’t work that way at all. Satisfied customers leave all the time. Even Saka left Etisalat because he, like other satisfied customers, sees no real reason to stay. Organisations that use social media as a marketing tool understand what makes their consumers are loyal to their brands. Social media increases consumers’ loyalty to the ability to encourage more proactive word of mouth and referrals. I caught the vibe of Saka commercial via social media. I shared it with my colleagues in the office. I met some clients that same day and we had a great laugh about it. At home, I told my wife about it, she immediately downloaded it on her phone and the sensation just went on. Consumers identify with brands that treat them like real people. They stay loyal to brands that they have deeper personal relationship with and relationship is all about emotions.
The feeling of watching the Saka commercial alone connects you: you will sway to the sound; you will laugh and even learn some new dance steps. It is a whole great feeling.
Branded content
Research analysts at Forrester define branded content as “content that is developed or curated by a brand to provide added consumer value such as entertainment or education. It is designed to build brand consideration and affinity, not sell a product or service. It is not a paid ad, sponsorship, or product placement.”
The power of telling a story is what makes the message passable. The Saka commercial connects with the consumers in less than 45 seconds and at the same time passes the message. Breaking the entire commercial into bits: At the beginning of the commercial, before Saka faces the camera, the ambient and his attire appeared greenish, but immediately he turned to the camera while on with the orchestra, the mood of the ensemble dissolved into yellow to indicate that he has actually ported.
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